We recently connected with Emma Cust and have shared our conversation below.
Emma, looking forward to hearing all of your stories today. Setting up an independent practice is a daunting endeavor. Can you talk to us about what it was like for you – what were some of the main steps, challenges, etc.
I started my first business: Remedial Massage at 23, by 24 I was fully booked. I desired to help people, make more money and have time freedom: That was my why! I worked hard and delivered an amazing service. I created my business from scratch, with no guidance and it worked!
Since then it’s evolved through yoga/meditation, ayurveda health councilling, self development and now my business incorporates all of the modalities, experience and wisdom I have learnt over the last 16 years! You never stop learning and growing. If you’re passionate, determined and authentic – you will succeed!
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
I’m Emma Cust, an Identity & Vitality Coach for high-achieving women who feel successful on the outside but disconnected, drained, or unsure of who they are beneath all the roles they carry.
My work helps women reignite their vitality: their energy, their aliveness, their sense of self and navigate the identity voids that show up when they’ve spent years prioritising work, family, or achievement over their own inner world.
I began in holistic wellbeing: massage, yoga, meditation and Ayurveda health coaching before moving into emotional regulation, identity work, self-worth, and energy coaching. Over time, I saw the same pattern: women (like me) who had built beautiful lives, but had lost touch with themselves in the process. That’s the space I specialise in.
What I Do
I help women:
reconnect with who they are outside of business, motherhood, and responsibility
rebuild their identity from a place of truth, not pressure
restore their energy and emotional balance
feel grounded, confident, and ALIVE again!
What Sets Me Apart
My approach blends deep intuitive insight with practical nervous system work and identity transformation. I cut through the noise quickly and help women shift at the core, not just change habits, but change who they are.
What I Want People to Know
My work is for women who are ready to feel like themselves again, not the version shaped by survival, achievement, or expectations, but the version who feels energised, anchored, and alive. Also, that you get to feel lit up! Regardless of whether you’re at work, with family or by yourself.
We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?
Stop listening to the way everyone tells you to live your life, do your business or look after your health. You intuitively know what to do – that part often gets shut down and it’s why so many people are unhappy. They have lost who they are underneath the masks: the proving, the doing, the earning! When I learnt to go my own way, that was the moment everything changed! I realigned, my passion and zest for life come back, opportunities landed, I made more money and I had more fun! If you’re not authentically you, you’ll never be happy!
Putting training and knowledge aside, what else do you think really matters in terms of succeeding in your field?
I think honesty, authenticity and actually giving a shit about people. There’s so many coaches just trying to make sales: they are great marketers, but horrible coaches. They sell well and leave clients high and dry. It’s easy to run your content through Chat GPT and say the ‘right things’, but in all honestly there’s not enough genuine coaches out there who want the best for their clients. To deliver real transformation and real results! I think Authenticity and energy stands out in a sea of coaching saying and selling the same thing!
Contact Info:
- Website: https://emmacust.com
- Instagram: @emmacustcoaching
- Facebook: emmacustayurveda
- Other: email: [email protected]
